Target Audience:

Career women of childbearing age; women who place an importance on individualized, whole-woman, and natural modalities of care.

Key Design Criteria:

Main colors suggested were gray, green, blue, or purple. I loved the idea of using the calm, soothing hues of blue and violet and chose a few muted shades of those to create a soft, ethereal feel. I visited the Etsy pages shared by the client and noticed the emphasis on type with an overall relatable, simple feel. I wanted to create a design that was strong and capable, yet maintain that gentle and approachable impression. Finally, by using the floral wreath element in the design, it alludes to the herbal, natural aspect of the business.

Typography:

The client and I discussed the potential issues around using her name for her business. She expressed the concern that her name is not such an easily recognizable name, so we felt that it was important that the chosen font didn’t add to any possible ambiguity. We chose a clean, simple font, and then brought in the flowing, script font she loved so much in the tagline below. It is a nice compromise on form and function.

Primary Logo:

Secondary Marks:

Applications:

Overview:

Create a logo for a new non-profit organization whose mission is to help children and adults with special needs. The Paul Van Handel Memorial Foundation provides grants to individuals and care-givers of those with special needs to help with the cost of daycare, respite, or medical equipment.

Target Audience:

There are two separate audiences to consider: those who are applying for the grants, as well as people who have the means and desire to donate.

Key Design Criteria:

The Paul Van Handel Memorial Foundation seeks to be the avenue for philanthropists to help children and adults with disabilities. The foundation used keywords such as “caring, empathetic, sympathetic, helpful, and kind” when describing their brand.

The seed money for the foundation came from an individual who was a life-long
farmer. It was important to the client that the logo mark incorporate elements of
farm life while being easily recognizable as an organization serving those with
special needs. I explored a variety of graphic elements representing both farming and those with special needs and landed on a tractor and a wheelchair.

Typography + Colors:

I wanted to use a font that mimicked the clean, smooth lines of the graphic. I desired a font that didn’t have sharp, hard edges, but also one that was simple and readable. By using two weights of the font, the somewhat long name of the organization is broken down into two smaller, easier-to-digest pieces and the capital letters really help give the logo a solid, sturdy base.

In thinking about which colors might best represent this organization, I decided that the rich, vibrant greens of bountiful crops and plant life would mirror the nurturing, and life-enriching services of the foundation.

Primary Logo:

Secondary Marks:

This project was created with iDesign’s Non-Profit Branding Package. Contact me for details about how your non-profit organization could benefit!

Overview:

Create overall branding for the Feathered Nest, a company that produces holistic, natural products for mothers such as lactation tea, salve, and herbal baths to be sold at retail.Design logo, typography recommendations, secondary marks, and supporting graphics.

Target Audience:

Pregnant women, mothers of small children, those living a holistic lifestyle and seeking products with quality, natural ingredients.

Key Design Criteria:

Main colors suggested were blue, green, magenta, and gold. The client provided a Pinterest mood board for ideas and examples of other logos and packaging elements they liked.

I frequently visited the Anthropologie website for inspiration, as the client mentioned that they envision their customers desiring the high end, high class experience that this store offers.

Typography + Colors:

The main font for the logo invokes the soft, comfort-bringing, and somewhat ethereal quality of the brand. The supporting serif font used in the secondary mark brings in a modern edge and it can be used in large copy areas where readability is an issue.

By using the deep, jewel tones of green and blue, the brand feels rich and trustworthy, while the gold accent adds warmth. When the budget and application allows, the branding could be further enhanced by the use of gold foil in place of the yellow-gold ink color.

Primary Logo:

Secondary Marks:

Applications:

iDesign provides branding from the ground up. That means that we work together to build a solid foundation to develop the “heart and soul” of your organization.

Part of the creative process involves something called “moodboards”. Above are two different moodboards I created for a client interested in a nautical theme for their business. You can see that within that one theme, there could be multiple options for color choices and type usage, as well as variations in the overall style and flavor.

By working with someone who will help you create a strong foundation and vision for your brand, you can be sure that everything you put out for the world to see – from logo, to correspondence, to packaging, and signage – will underscore to potential customers just who you are and what you have to offer.

What does your brand say about your organization?

Contact iDesign for help in creating YOUR solid foundation.

Overview:

Create logo graphic for the MANA CAM 2017 conference to be used on conference materials including social media graphics, advertising, merchandise and signage. Design logo, secondary marks, and supporting pattern.

Target Audience:

Birth professionals – those serving pregnant people in a variety of capacities. Target audience appreciates holistic approaches, with a focus on compassion, support, equality, and empowerment.

Key Design Criteria:

I did a little research into the area of Long Beach, CA to help give the conference branding a little bit of the “local flavor”. I discovered that Long Beach is a diverse, culturally rich area known for its shipping port, aquarium, the Queen Mary, and the shopping experience near the Long Beach Ferris Wheel.

I really loved the idea of using the ferris wheel as the inspiration for this design. I felt that it wonderfully embodied the idea of collaboration as all of the different seats of the ferris wheel are rotating around a singular focal point in balance and harmony. I also designed the mark so that the graphic has elements reminiscent of a ship’s steering wheel to bring in a maritime flavor and created “spokes” of the ferris wheel that represent abstract human figures all coming together in one central focus. Finally, the zig-zag lines and concentric circles of the ferris wheel add a bit of a mandala styling to the graphic which ties in so well with birth work.

Typography + Colors:

I felt it was important for the word Collaborate to be strong and readable. The flowing script of the subhead softens the mark.

In thinking about which colors might best represent this location, and taking into
consideration the colors that would also complement the current MANA and CAM logo colors, I chose two shades of blue (to match the MANA and CAM blues), and a soft pinkish-orange to offset the blues.

Primary Logo:

Secondary Marks:

Applications:

The March for Moms is a non-profit organization made up of professionals, parents, and other individuals who are seeking to bring awareness to issues surrounding modern maternity care. They are planning their first event to be held in Washington D.C. on Mother’s Day this year and asked me to create a logo and supporting graphics for their print and online presence.

The logo represents the unity of many people coming together for one purpose, and of course the building in the background represents the nation’s capitol where the event will take place. The logo was designed in such a way that the figures can also be seen as pillars of the capitol building – just as citizens are the pillars of our communities.

Orange was chosen for the color as a way to tie in to a partnering organization, Every Mother Counts, but it is an excellent choice to represent this group’s urgency, energy, and social engagement.

Along with their main identity, I also created a number of different series of graphics to be used on their social media platforms.

FVMA came under new ownership so we are working together on re-branding their company, beginning with a shiny new logo. The client asked that the branding be clean and fresh, but incorporate the “green” and nature-lovin’ aspect of the Montessori philosophy.